Here comes 'Dishoom Kumar' the superhero!

What do you get when you take a smooth-talking rooster and thrust him into action saving a gaggle of hens from becoming someone's dinner? Bollywood-style hero "Dishoom Kumar", of course, and he's making his national debut.

What do you get when you take a smooth-talking rooster and thrust him into action saving a gaggle of hens from becoming someone's dinner? Bollywood-style hero "Dishoom Kumar", of course, and he's making his national debut.

HT Image

Viewers will be thrilled as they watch Kumar, petaDishoom's new mascot, win his hen admirers' freedom by doing a Bollywood dance and giving a butcher truck one "dishoom" of a kick. For his heroic deeds, Kumar ultimately wins the affections of the lovely green-eyed hen "Cluckwarya Rai".

"We have always supported animal protection and are excited to help petaDishoom.com's new mascot, Dishoom Kumar, spread the serious message of vegetarianism in a very entertaining and lighthearted manner", says Amar K. Deb, head Channel [V]

The music for the pro-vegetarian animation short was made by renowned hip-hop band Karmacy, whose 2005 multilingual debut album The Movement won praise worldwide.

Visitors to petaDishoom.com can view the animation short, read an exclusive interview with vegetarian rapper Nimesh of Karmacy, and enter to win CDs autographed by Karmacy.

"Dishoom Kumar will help young people appreciate chickens as the sensitive and intelligent birds they truly are and help them go vegetarian while adding another fun dimension to petaDishoom.com" says Puja Joshi, Youth Projects Specialist, PETA India. Visitors to www.petaDishoom.com can win great prizes, such as celebrity-autographed posters, T-shirts, guitars, CDs, iPods and more.